Hey gang … You know, it isn’t that often that I come across people who understand the [game-]score. My background is in technology & project management — I guess that ‘history’ would put me in the “reliability” side of Martin’s (2007) graph. I decided I’m schizophrenic. My design stuff generally involves out-of-the-box applications of ‘reliable‘ components or technology. Lots of my peers grew-up in an expanding market; by implication their/our perceptions were formed with a focus on Martin’s validity
Including Design in Business
Design in Business, Roger Martin (2007).
I like this explaination, it unfolds some possible reasons behind a lot of curious project outcomes I’ve seen and others we’ve all hear about. I’m sure. Why didn’t ‘that’ on-target’ concept fly?
Martin offers five strategies each for business (reliability) types and marketing (validity) types to engage when talking to each other.
Reliability focus Validity focus 1. Welcome … Design unfriendliness, as a Design Challenge. Reliability unfriendliness, as a Core (Management) Task. 2. Empathise with Design unfriendliness Reliability unfriendliness 3. Speak the Language of … Reliability Validity 4. Share … Use analogies and stories Present data and reasoning; NOT conclusions. 5. Bite-off the … Smallest-bit to generate a proof of righteousness Biggest-thing (you can afford) to risk failing.
Innovation is needed to keep afloat. I’m not saying “to be ahead“. Design and creativity are essential for 21st Century sustainability and survival. You might also be interested in Roger’s 2009 economic outlook comments. W I S H
(“Very Small Business“, ABC, 2009)
There is a saying:
“The only good deal is one where both sides are happy.“
… And the joke response to this question is “No. I’m expensive but I have time to help with your problem.”
Let’s face it, there’s no such thing as free lunch. It follows that your customer knows you should take money for your item or service. Here’s a couple of things worth you remembering.
First, a client called me with a great quote on their web site — You may know the deal a fixed number of pages for cost of a few newspaper ads (or less). I said web guy should charge more.
At this point the client’s business associate spoke up with, “Why should we care?!” To the associate low-price was an attraction. I believe that ultimately you get what you pay for. I don’t believe the associate had a mental value of the web site idea.
That happens, one reason for this is that the web site’s business value and business potential was never guess-timated by said client until I became involved. When the value of your purchase is unknown, vague, or personal (as in this case), you can use the “cheap-helps-choose” policy to avoid doing your marketing homework.
- Your web site can be a great asset for a business, or your worst enemy.
- You customer gives you 10 seconds to be interesting.
- Put your web site to work for you, integrate it with your marketing programme.
You as ‘client’ need to pay enough to cover the time your web developer will needs to consult with you about the web site’s business contribution.
- You need a great (enough) web site to deliver public message.
If there’s no free lunch, there will be a direct cost in the gap between the “low price” and what you needed to pay to match your web site’s business performance goals.
What does this say about your own prices? Do you sometimes choose for your customer to pay some of the value in time or frustration so that you can offer lower dollar number?
- Look at the customer-value you supply, and
- The price you set.
Your marketing begins with your understanding how valuable your thing is to your customer. If your price is below the customer’s value, gently remind your customer of the extra value that comes from dealing with you.
Get free — Exchange value …
- Creativity and Innovation
- Engaging with Social Media [Promotion]
- Sharing the Love [product]
- Customer Engagement [place]
- wiki marketing [promotion]
- i-marketing [promotion]
- Great Location [place]
- Optimal Customer Service [product]
- Me vs Shop [promotion]
- Sales isn’t Marketing [personal]
- Are you free? [price]
- Where are you [place]